REBRANDING SLOUGH TRADING ESTATE 2004//2005

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Strategy Stanley Marek Phil Redding and The Gate Worldwide

Transcript of REBRANDING SLOUGH TRADING ESTATE 2004//2005

  • 1.

2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. Introductions Philip Gregory Chief Executive Piers Pollock Strategy Tim Batten Creative Annmarie Leung Project Management 36. 37. The further away, the less positive Source: Mintel Research 38. 39. Your Brief to Us

  • How to represent the Estate in a way thatattracts new business, retains existing customers, and makes Slough Trading Estate front of mind when property decisions are taken.

40. Contents

  • The need for change and the nature of the task
  • The essence of the Slough Trading Estate
  • Foundations of the brand
    • Brand name
    • Brand architecture
  • Logo and creative expression
    • Signage, literature, marketing communications including new media
  • Marketing strategy
    • Target audiences and a strategic plan to influence them
  • Programme of activity
    • Cost effective and high impact campaigns and a media plan
  • Included in the document
    • Cost schedule, team biographies, credentials

41. The need for change

  • A fantastic location and the critical mass to offer great flexibility and service
  • All the basics are covered
    • It is clean and well looked after
    • Good security
  • But it feels old, boring and unfashionable

Chiswick Park Slough Trading Estate Green Park 42. 43. Theres no pride in the place

  • Its hard to find the Slough Trading Estate logo on the Estate

44. 45. Sources of information

  • Your brief
  • Examples of literature and communications materials
  • Interviews with key personnel
  • Customer satisfaction survey
  • Mintel research
  • Site visits of Slough Trading Estate and competitors
  • Internet research
  • Industry journals
  • Industry contacts

46. 47. 48. 49. 50.

  • THE NEW VISION FOR SLOUGH TRADING ESTATE
  • 17 February 2005

51. 52. 53. 54. 55. and no consistency

  • Marketing materials look disjointed, not from the same company.

56. The world is changing

  • Manufacturing companies moving to Asia
  • Focus on high-end added value and research
  • The rise of the service industry
  • Supply chain management changing the nature of distribution
  • Information technology andtech companies
  • The pace of change is increasing
  • Your competition is modernising
  • Communications channels are multiplying

57. So how does Slough Trading Estate respond? 58. Not a Business Park

  • What is a Business Park?
    • Landscaped gardens and big airy offices
    • Superficially theyre more attractive
      • Green vistas
      • Landscaped gardens
      • Lakes and water features
  • but in reality (though we may be prejudiced!)
    • They are sterile, clinical and empty.
    • They sap your energy
    • Theyre out of touch
    • They lack real life
    • (The Stepford Wives)
    • It is widely acknowledged that Slough Trading Estate is not a BusinessParkit would be a misnomer to call it oneMintel Research September 2004

59. Change the brand architecture

  • Make the Slough Trading Estate the dominant brand on the estate
  • Promote Slough Estates to the role of owner
  • Give the estate its own management (real or cosmetic)

60. Need to update your identity Awareness of the logoamongst existing occupantswas almost zero (Mintel) 61. Slough Trading Estate Constituencies Rest of World Slough Business Community SloughTrading Estate UK Property Agents 62. Slough Trading Estate Constituencies Slough Business Community SloughTrading Estate UK Property Agents Rest of World It seems a greatplace to work My business will be more successful there Businesses there are thriving It seems a great place to work Ilovethis place My business ismore successfulbecause it is here Theres something going on in Slough 63. Slough Trading Estate Audience Ilovethis place My business ismore successfulbecause it is here Slough Business Community SloughTrading Estate UK Property Agents Rest of World 64. 65. 66. 67. 68. 69. 70. Change the brand architecture

  • Make the Slough Trading Estate the dominant brand on the estate
  • Promote Slough Estates to the role of owner
  • Give the estate its own management (real or cosmetic)

71. Slough Trading Estate activities

  • A sense of place
    • Entrances and landmarks
    • Estate maps
    • Road signs
    • Building signs
  • Stationery for estate management team
  • Posters
    • To Let signs
    • Pride of place posters
  • Community magazine
  • Estate website

72. UK Property Agent audience Slough Business Community SloughTrading Estate UK Property Agents Rest of World Theres a something going on in Slough 73. UK Property Agent activities

  • Invitations to events
  • Presentation of new estate positioningat time of briefing on particular buildings
  • Brochures
    • Slough Trading Estate brochure
    • Individual property brochures/leaflets
  • Specialist Property Trade Press Advertising
  • Direct Mail / Community Magazine
  • Online Marketing

74. UK Property Agent media

  • Specialist Property Titles
    • Estates Gazette
    • Property Week
    • Kent, Surrey, Sussex Commercial Property Register
    • London Commercial Property Register
    • Property News South
    • Thames Valley & Heathrow Commercial Property Register
    • Northern Home Counties Commercial Property Register
  • Direct Mailings:
    • Slough Trading Estate Brochure
    • Community Magazine
  • National Press inserts in London and home counties
    • Financial Times (within M25 boundary)

75. Summary of activities Rest of World Signage Posters To Let Signs Magazine Intranet Local Press Local Radio Magazine Posters Brochureware Property Press Direct Mail Magazine WebsiteOnline marketing Neighbouring counties Slough Business Community SloughTrading Estate UK Property Agents 76. Change the brand architecture

  • Make the Slough Trading Estate the dominant brand on the estate
  • Promote Slough Estates to the role of owner
  • Give the estate its own management (real or cosmetic)

77. Need to update your identity Awareness of the logoamongst existing occupantswas almost zero (Mintel) 78. Slough Trading Estate Constituencies Rest of World Slough Business Community SloughTrading Estate UK Property Agents 79. Slough Trading Estate Constituencies Slough Business Community SloughTrading Estate UK Property Agents Rest of World It seems a greatplace to work My business will be more successful there Businesses there are thriving It seems a great place to work Ilovethis place My business ismore successfulbecause it is here Theres something going on in Slough 80. Slough Trading Estate Audience Ilovethis place My business ismore successfulbecause it is here Slough Business Community SloughTrading Estate UK Property Agents Rest of World 81. Slough Trading Estate activities

  • A sense of place
    • Entrances and landmarks
    • Estate maps
    • Road signs
    • Building signs
  • Stationery for estate management team
  • Posters
    • To Let signs
    • Pride of place posters
  • Community magazine
  • Estate website

82. UK Property Agent audience Slough Business Community SloughTrading Estate UK Property Agents Rest of World Theres a something goin